Differentiation is defined as the process by which one product is stands out in the market, making a segment attracted by the unique value contained in it. A differentiated product gives competitive advantages for the product in the market (Kotler & Keller, 2015) and there are various ways that a product can be differentiated: Forms, Features, Performance Quality, Conformance Quality, Durability, Reliability, Repairability, Style and Customization while for the services they can be differentiated by: easy of order, delivery, installation, customer training, customer training, customer consulting, repair and maintenance.
Customer social responsibility is also used as the differentiation method (Boehe & Cruz, 2010) which is the most impacting strategy in my case. I don’t prefer Coca-cola but I remember I had bought the cola’s bottle because it was supporting the deprived schools with infrastructure development with its “Support My School” campaign. Similarly, Wai-Wai’s rural solar-light campaign was also something appealing me.
Similarly, other product that I remember is Gillette’s fusion. This product has its unique design , new features and innovation that differentiates it from the other products. Its flexiball technology makes it bend and turn in a way not found in any contemporary razors (Procter & Gamble, 2016).
Reference
Boehe, D. M., & Cruz, L. B. (2010). Corporate Social Responsibility, Product. Journal of Business Ethics , 91 , 325–346.
Kotler, P., & Keller, L. K. (2015). Marketing Management 15th Edition. New Jersey,Upper Saddle River: N.J.: Pearson Prentice Hall.
Differentiation is defined as the process by which one product is stands out in the market, making a segment attracted by the unique value contained in it. A differentiated product gives competitive advantages for the product in the market (Kotler & Keller, 2015) and there are various ways that a product can be differentiated: Forms, Features, Performance Quality, Conformance Quality, Durability, Reliability, Repairability, Style and Customization while for the services they can be differentiated by: easy of order, delivery, installation, customer training, customer training, customer consulting, repair and maintenance.
Customer social responsibility is also used as the differentiation method (Boehe & Cruz, 2010) which is the most impacting strategy in my case. I don’t prefer Coca-cola but I remember I had bought the cola’s bottle because it was supporting the deprived schools with infrastructure development with its “Support My School” campaign. Similarly, Wai-Wai’s rural solar-light campaign was also something appealing me.
Similarly, other product that I remember is Gillette’s fusion. This product has its unique design , new features and innovation that differentiates it from the other products. Its flexiball technology makes it bend and turn in a way not found in any contemporary razors (Procter & Gamble, 2016).
Reference
Boehe, D. M., & Cruz, L. B. (2010). Corporate Social Responsibility, Product. Journal of Business Ethics , 91 , 325–346.
Kotler, P., & Keller, L. K. (2015). Marketing Management 15th Edition. New Jersey,Upper Saddle River: N.J.: Pearson Prentice Hall.
Procter & Gamble. (2016). Gillette Newsroom: P&G . Retrieved from P&G Website: news.gillette.com/about/history